{"id":31065,"date":"2017-05-02T12:19:49","date_gmt":"2017-05-02T12:19:49","guid":{"rendered":"https:\/\/brandignitybeta.com\/demo\/brandlatest\/2017\/05\/02\/branding-storytelling\/"},"modified":"2017-05-02T12:19:49","modified_gmt":"2017-05-02T12:19:49","slug":"branding-storytelling","status":"publish","type":"post","link":"http:\/\/brandignitybeta.com\/demo\/brandlatest\/branding-storytelling\/","title":{"rendered":"Creating the Best Story for Your Brand through Storytelling"},"content":{"rendered":"

\"Storytelling<\/p>\n

 <\/p>\n

Your brand story is an avenue that invites customers to connect with you.\u00a0 As a marketer, your job is to help customers relate to your business, and a brand story will do that and more.\u00a0 The best way to earn the trust necessary to increase your online leads is to put it all out there\u2014tell the story.<\/p>\n

 <\/p>\n

A brand\u2019s story needs to be more than just words on a page about how you got started.\u00a0 Your tale needs to be exhibited in every nuance of your business.\u00a0 From you packaging to your choice of employees, all the way up through how you design your offices, your brand story needs to showcase your beliefs.<\/p>\n

 <\/p>\n

How does good storytelling coincide with branding to create brand loyalty?<\/strong><\/h2>\n
\n

Narrative is an art.\u00a0 A good story can touch people in a way that triggers something in their brain to create an emotional connection.\u00a0 Be it to the characters, the plot or the theme, connections to narrative elements move customers on an emotional level<\/a>, which triggers the trust necessary to create brand loyalty.<\/p>\n

 <\/p>\n

When people feel this emotional connection to your brand, they become drawn to what you have to offer.<\/p>\n

 <\/p>\n

Look at Grounds for Hounds<\/a>.\u00a0 This company’s coffee drinkers are loyal for far greater reasons than its commitment to abandoned animals.\u00a0 It spans beyond shoppers’ similar beliefs or likes for a cause.\u00a0 It’s because this company’s story is evident in every facet of the business.\u00a0 From its branding, up through its product. The convictions that were born as a result of its story is what will entice customers to remain brand loyal.<\/p>\n

 <\/p>\n

\"grounds<\/a><\/p>\n

 <\/p>\n

The same can be said for your business.\u00a0 What do you believe in, and more importantly, how do those beliefs and how does your story transpire through every nuance of your business?<\/p>\n

 <\/p>\n

It’s not enough to simply talk the talk.\u00a0 When your company walks the walk as well, you\u2019ll begin generating leads online<\/a> as well as more brand loyal customers because their thinking aligns with yours.<\/p>\n

 <\/p>\n

So how do I tell my story?<\/strong><\/h2>\n
\n

To be honest, telling your story requires you to think back to 8th<\/sup> grade language arts.\u00a0 You know all those narrative elements and all those red marks on your summer vacation essays?\u00a0 It’s time to put those skills back into practice.<\/p>\n

 <\/p>\n

Step 1\u2014Plan<\/strong><\/h3>\n

\u00a0<\/strong><\/p>\n

No writing can go well without a plan.\u00a0 Prewriting and planning are such an underutilized part of the writing process.\u00a0 But, when done well, they can mean the difference between an OK story and one that will tug heartstrings.<\/p>\n

 <\/p>\n

To plan your story, start with your theme.\u00a0 Pick one word that you know can omnipresent through every facet of your business. When you think of Apple, what comes to mind?\u00a0 Innovation.\u00a0 How about Disney?\u00a0 Inspiration or magic.\u00a0 How about the example above with Grounds for Hounds?\u00a0 Compassion.<\/p>\n

 <\/p>\n

What\u2019s your word or your universal theme?<\/p>\n

 <\/p>\n

Step 2\u2014Organize<\/strong><\/h3>\n

\u00a0<\/strong><\/p>\n

Now how did this theme come to fruition? Every story has a plot.\u00a0 Break it down.\u00a0 Start with the exposition.\u00a0 This is the beginning.\u00a0 Introduce your characters and your setting.<\/p>\n

 <\/p>\n

Next, comes the conflict.\u00a0 What problem did you set out to solve?\u00a0 Where was the struggle that needed to be fixed?<\/p>\n

 <\/p>\n

After that, think of the rising action.\u00a0 How did you work to solve the problem?\u00a0 Tell what you did to grow emotionally as a business or as a person while working through the conflict.<\/p>\n

 <\/p>\n

Move on the climax.\u00a0 Tell about your epiphany.\u00a0 Talk about that moment that changed it all for you and your company.<\/p>\n

 <\/p>\n

Bring things to a close.\u00a0 This is the falling action. Talk about how you got where you got after you had that big realization.<\/p>\n

 <\/p>\n

The next to last step, the resolution, should talk about how your original conflict was solved, and your business was born.<\/p>\n

 <\/p>\n

The last step in the plot is almost always overlooked.\u00a0 It’s called the d\u00e9nouement. This is that happily ever after moment.\u00a0 This is where you talk about how\/why your theme is now an ever-present part of your business.<\/p>\n

 <\/p>\n

The d\u00e9nouement is what will set your brand story apart from your competitions’.\u00a0 It will show that your universal message is a factor in every part of your business.\u00a0 This step is what puts customers on the path to brand loyalty.<\/p>\n

 <\/p>\n

Step 3\u2014Draft<\/strong><\/h3>\n

\u00a0<\/strong><\/p>\n

With your thoughts organized and a solid plan in place, you need to put pen to paper and start writing.\u00a0 Tell your story.\u00a0 Remember to add those narrative elements that will bring it to life\u2014setting, action, and dialogue.<\/p>\n

 <\/p>\n

These three, story elements will help customers connect with what you are saying.\u00a0 Without them, you are merely summarizing events in the order that the occurred.\u00a0 Adding these elements will make the events real.\u00a0 They will give your story depth.<\/p>\n

Your narrative doesn’t have to be too long.\u00a0 Remember, we live in a world where people want things fast and now.\u00a0 Keep your tale short so that it gets thoroughly read.\u00a0 But, give it depth so that customers can connect with it.<\/p>\n

 <\/p>\n

Step 4\u2014Revise<\/strong><\/h3>\n

\u00a0<\/strong><\/p>\n

During this step of the process, you need to read this story aloud to yourself first.\u00a0 Every time something sounds weird, change it until nothing sounds off.<\/p>\n

 <\/p>\n

After it sounds right to you, you need to approach anyone who will listen to it.\u00a0 Read it aloud to them.\u00a0 This is a critical step.\u00a0 Do not let them read it silently.\u00a0 You need to see their reaction to the story.<\/p>\n

 <\/p>\n

If the listener is not emotionally moved\u2014be it goosebumps, a heavy sigh, an “awe,” or any other physical reaction\u2014it’s not sufficient yet.<\/p>\n

 <\/p>\n

Revise and repeat until you get several emotional reactions in a row.<\/p>\n

 <\/p>\n

Step 5\u2014Proofread<\/strong><\/h3>\n

\u00a0<\/strong><\/p>\n

Hire an editor for this step.\u00a0 The English language is complicated, and the last thing you want is to be judged because you used the passive voice when it should have been active or for your pronouns not agreeing with their antecedents.<\/p>\n

 <\/p>\n

Some people are well versed in the English language.\u00a0 Pay one of them to check your work.<\/p>\n

 <\/p>\n

\"Branding\"<\/p>\n

 <\/p>\n

Step 5\u2014Share your Story<\/strong><\/h3>\n

\u00a0<\/strong><\/p>\n

Now that your story is genuinely a part of you and your business, it should be easy to share.\u00a0 The first place you want to put it is on social media.<\/p>\n

 <\/p>\n

Take some time to see what type of stories are trending.\u00a0 With your narrative complete, you can adapt to suit any media.<\/p>\n

 <\/p>\n